Recovery Marketing

Campaign at a glance:

• Campaign: BC is Open. Explore BC this Fall.
• What it is: A tourism recovery marketing campaign led by Destination BC to help communities and businesses affected by the 2026 wildfires.
• In market: September 3 to October 24, 2026, with a staggered tactic rollout.
• Markets: British Columbia (primary) and Alberta (secondary), with earned media extending into Ontario.
• Focus areas: Impacted and neighbouring areas, including the Thompson Okanagan, Kootenay Rockies, Cariboo Chilcotin Coast, and the Fraser Canyon.
• Channels:
  • Paid Tactics – Traditional – TV & streaming, and sponsored content. Digital – Meta, YouTube, Performance Max.
  • Owned/earned Channels – Web, email, social, partner collab social posts, earned media.

BC Tourism Partners Encouraged to Share Real-Time Content Through New Social Toolkit

Destination BC has developed a new BC Tourism Partner Social Toolkit to help tourism businesses and organizations share verified, real-time content that highlights the many destinations, experiences, and communities across British Columbia that remain open and welcoming to visitors. The toolkit was created to support immediate tourism recovery efforts and provide partners with practical resources to help travellers make informed travel decisions.

While emergencies are often localized, most of British Columbia remains open and welcoming to visitors. The toolkit provides messaging, social media templates, visual assets, and practical guidance to help destination management organizations (DMOs), tourism associations and sector groups, and tourism businesses showcase current conditions and share timely, accurate information with potential visitors.

The toolkit encourages partners to share real-time photos and videos from their communities, including the location, date, and time, to help travellers better understand current conditions. Partners are also encouraged to use consistent messaging and hashtags to help create a coordinated, province-wide picture of what visitors can expect when travelling in BC.

By sharing timely, accurate content, tourism partners can help visitors understand what’s open and accessible, while supporting confidence in travel planning and helping showcase the experiences available throughout the province.